SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CONSUMER-BASED BRAND EQUITY MELALUI CO-CREATION BEHAVIOR DAN BRAND EXPERIENCE DALAM INDUSTRI KECANTIKAN
Keywords:
Media Sosial, Consumer-Based Brand Equity, Co-Creation Behaviour, Brand Experience
Abstract
Penelitian bertujuan untuk menjelaskan tentang pengaruh kegiatan media sosial terhadap consumerbased brand equity. Pengaruh ini dilihat melalui co-creation behaviour dan brand experience pada industri kecantikan. Prosedur pengambilan sampel yang digunakan untuk mengumpulkan data yang relevan adalah dengan penggunaan kuesioner dan menggunakan metode purposive sampling. Penelitian ini dilakukan terhadap 200 responden yang merupakan pengguna aktif social media dan pengguna brand kecantikan Wardah, Nature Republic, dan Innisfree. Data dianalisis menggunakan metode SEM (Structural Equation Modelling) dan AMOS (Analysis of Moment Structure). Hasil pengujian menunjukkan bahwa kegiatan media sosial bepengaruh positif terhadap brand experience dan consumer-based brand equity. Brand experience juga berpengaruh signifikan terhadap consumer-based brand equity. Temuan penelitian juga menunjukkan bahwa brand experience memediasi secara parsial hubungan antara perceived social media marketing activities dengan consumer-based brand equity. Cocreation behaviour juga ditemukan menjadi variabel moderasi yang menghubungkan variabel pada penelitian ini.
References
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Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence and Planning, 37(4), 386–400. https://doi.org/10.1108/MIP-04-2018-0130
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
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Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management and Data Systems, 116(5), 858–882. https://doi.org/10.1108/IMDS-09-2015-0364
the role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268–280. https://doi.org/10.1108/JCM-02-2016-1726
Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior:
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yazdanparast, A., Joseph, M., & Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), 243–255. https://doi.org/10.1108/YC-03-2016-00590
Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251. https://doi.org/10.1108/APJML-01-2018-0034
Zarantonello, L., Grappi, S., Formisano, M., & Brakus, J. (2020). How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries. International Marketing Review, 37(2), 345–375. https://doi.org/10.1108/IMR-05-2018-0176.
Ahmad, F., & Guzmán, F. (2020). Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge. Journal of Product and Brand Management, 30(4), 549–564. https://doi.org/10.1108/JPBM-09-2019-2564
Altaf, M., Iqbal, N., Sany, S. S., & Sial, M. H. (2017). Managing consumer-based brand equity through brand experience in Islamic banking. Journal of Islamic Marketing, 8(2), 218–242. https://doi.org/10.1108/JIMA-07-2015-0048
Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review, 41(6), 657–679. https://doi.org/10.1108/MRR-04-2017-0134
Brent Barnhart. (2021). The Most Important Instagram Statistics to Know for 2021 | Sprout Social. https://sproutsocial.com/insights/instagram-stats/
Cheung, M. L., Pires, G., Rosenberger, P. J., Leung, W. K. S., & Chang, M. K. (2021). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2020-0176
Chevtchouk, Y., Veloutsou, C., & Paton, R. A. (2021). The experience – economy revisited: an interdisciplinary perspective and research agenda. Journal of Product and Brand Management, December 2020. https://doi.org/10.1108/JPBM-06-2019-2406
Cluley, R., & Green, W. (2019). Social representations of marketing work: advertising workers and social media. European Journal of Marketing, 53(5), 830–847. https://doi.org/10.1108/EJM-12-2016-0682
Dermawan, S. O., & Sylvia Fettry Elvira Maratno. (2023). PENGARUH KUALITAS INFORMASI, ONLINE CUSTOMER REVIEW, DAN MINAT BELI TERHADAP KEPUTUSAN PEMBELIAN APLIKASI PENJUALAN E-COMMERCE GOTO GRUP. Journal of Social and Economics Research, 5(2), 88-98. https://doi.org/10.54783/jser.v5i2.104.
Elondri. (2023). PENGARUH STORE ATMOSPHERE DAN LOKASI T ERHADAP KEPUTUSAN PEMBELIAN DI SEJATI SWALAYAN PASAMAN BARAT. Journal of Social and Economics Research, 5(2), 72-87. https://doi.org/10.54783/jser.v5i2.112.
Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E., & Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific Journal of Marketing and Logistics, 30(5), 1222–1238. https://doi.org/10.1108/APJML-10-20170257
Habib, M. D., & Sarwar, M. A. (2021). After-sales services, brand equity and purchasing intention to buy second-hand product. Rajagiri Management Journal, ahead-ofprint(ahead-of-print). https://doi.org/10.1108/ramj-07-2020-0033
Haryadi Sarjono, & Winda Julianita. (2019). Structural Equation Modeling (SEM): Sebuah Pengantar, Aplikasi untuk Penelitian Bisnis. Penerbit Salemba.
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media marketing. Management Decision, 55(1), 15–31. https://doi.org/10.1108/MD-10-20150450
Khan, I., Fatma, M., Kumar, V., & Amoroso, S. (2021). Do experience and engagement matter to millennial consumers? Marketing Intelligence and Planning, 39(2), 329–341. https://doi.org/10.1108/MIP-01-2020-0033
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
Kunja, S. R., & GVRK, A. (2020). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, 43(3), 245–269. https://doi.org/10.1108/MRR-04-2017-0128
Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: role of involvement. Asia Pacific Journal of Marketing and Logistics, 30(3), 725–748. https://doi.org/10.1108/APJML-08-2017-0189
Mishra, A. S. (2019). Antecedents of consumers’ engagement with brand-related content on social media. Marketing Intelligence and Planning, 37(4), 386–400. https://doi.org/10.1108/MIP-04-2018-0130
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
Naeem, M. (2020). Uncovering the role of social motivational factors as a tool for enhancing brand-related content. Qualitative Market Research, 23(2), 287–307. https://doi.org/10.1108/QMR-10-2019-0121
Nielsen. (2018). Time Flies: U.S. Adults Now Spend Nearly Half a Day Interacting with Media – Nielsen. 2018 Nielsen Total Audience Report. https://www.nielsen.com/us/en/insights/article/2018/time-flies-us-adults-now-spendnearly-half-a-day-interacting-with-media/
Paik, H., & Lee, J. H. (2021). Analytical framework, typology and retail experience design process for integrated relational brand experience. International Journal of Retail and Distribution Management, 49(4), 466–490. https://doi.org/10.1108/IJRDM-12-20190394
Partouche-sebban, J., Vessal, S. R., & Bernhard, F. (2021). When co-creation pays off : the effect of co-creation on well-being , work performance and team resilience. March. https://doi.org/10.1108/JBIM-07-2020-0337
Shamim, A., Ghazali, Z., & Albinsson, P. A. (2017). Construction and validation of customer value co-creation attitude scale. Journal of Consumer Marketing, 34(7), 591–602. https://doi.org/10.1108/JCM-01-2016-1664
Statista. (2020). • Indonesia: most popular beauty brands in online stores by number of items sold 2020 | Statista. https://www.statista.com/statistics/1218684/indonesia-mostpopular-beauty-brands-in-online-stores-by-number-of-items-sold/
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Susanto, H., Yie, L. F., Mohiddin, F., Setiawan, A. A. R., Haghi, P. K., & Setiana, D. (2021). Revealing social media phenomenon in time of COVID-19 pandemic for boosting startup businesses through digital ecosystem. Applied System Innovation, 4(1), 1–21. https://doi.org/10.3390/asi4010006
Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management and Data Systems, 116(5), 858–882. https://doi.org/10.1108/IMDS-09-2015-0364
the role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268–280. https://doi.org/10.1108/JCM-02-2016-1726
Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior:
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
Yazdanparast, A., Joseph, M., & Muniz, F. (2016). Consumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17(3), 243–255. https://doi.org/10.1108/YC-03-2016-00590
Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251. https://doi.org/10.1108/APJML-01-2018-0034
Zarantonello, L., Grappi, S., Formisano, M., & Brakus, J. (2020). How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries. International Marketing Review, 37(2), 345–375. https://doi.org/10.1108/IMR-05-2018-0176.
Published
2024-01-07
How to Cite
Ariska Dwi Ocktavia, Heru Mulyanto, & Turmudzi. (2024). SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP CONSUMER-BASED BRAND EQUITY MELALUI CO-CREATION BEHAVIOR DAN BRAND EXPERIENCE DALAM INDUSTRI KECANTIKAN. Journal of Social and Economics Research, 5(2), 1114-1126. https://doi.org/10.54783/jser.v5i2.209
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